O—Launch 2025
O—Launch 2025
Visual Identity Design
Visual Identity Design
Print Design
Print Design
Motion Design
Motion Design
O-Launch is Otis College of Art and Design’s annual showcase of graduating students, featuring a campus-wide exhibition, fashion show, and industry night. As a celebration of creative growth and future potential, the event connects students, alumni, and the broader creative community. Otis came to us for a brand refresh to better reflect the bold spirit of the event.
O-Launch is Otis College of Art and Design’s annual showcase of graduating students, featuring a campus-wide exhibition, fashion show, and industry night. As a celebration of creative growth and future potential, the event connects students, alumni, and the broader creative community. Otis came to us for a brand refresh to better reflect the bold spirit of the event.
O-Launch is Otis College of Art and Design’s annual showcase of graduating students, featuring a campus-wide exhibition, fashion show, and industry night. As a celebration of creative growth and future potential, the event connects students, alumni, and the broader creative community. Otis came to us for a brand refresh to better reflect the bold spirit of the event.
Visual Design System
In 1997, Otis moved into the iconic 1964 IBM research facility designed by Eliot Noyes—now Kathleen Hoser Ahmanson Hall and the heart of the Goldsmith Campus. Its distinctive window pattern, paired with the Otis logo’s structure, inspired a modular system of shapes developed through rhythm and variation. This system emphasizes repetition, balance, and dynamism, while remaining fluid and cohesive across applications. A bold, refined color palette—with carefully balanced ratios of light and dark—ensures contrast, clarity, and visual harmony.
In 1997, Otis moved into the iconic 1964 IBM research facility designed by Eliot Noyes—now Kathleen Hoser Ahmanson Hall and the heart of the Goldsmith Campus. Its distinctive window pattern, paired with the Otis logo’s structure, inspired a modular system of shapes developed through rhythm and variation. This system emphasizes repetition, balance, and dynamism, while remaining fluid and cohesive across applications. A bold, refined color palette—with carefully balanced ratios of light and dark—ensures contrast, clarity, and visual harmony.
In 1997, Otis moved into the iconic 1964 IBM research facility designed by Eliot Noyes—now Kathleen Hoser Ahmanson Hall and the heart of the Goldsmith Campus. Its distinctive window pattern, paired with the Otis logo’s structure, inspired a modular system of shapes developed through rhythm and variation. This system emphasizes repetition, balance, and dynamism, while remaining fluid and cohesive across applications. A bold, refined color palette—with carefully balanced ratios of light and dark—ensures contrast, clarity, and visual harmony.
Grid System
The O-Launch identity spans both print and digital assets, requiring a grid system that is adaptable and scalable. Drawing inspiration from the Ahmanson Building, we developed a 9×15 grid, reflecting the building’s nine floors (including the lower level and rooftop) and 15 window panels. To maintain cohesion with the overall Otis College brand, we adhered to its typographic guidelines.
For headlines, we selected Forza Bold for its strong, structured presence, which contrasts with the clean, legible Univers LT Pro 55 Roman. This pairing strikes a balance between authority and approachability, ensuring event materials are both impactful and easy to navigate.
The O-Launch identity spans both print and digital assets, requiring a grid system that is adaptable and scalable. Drawing inspiration from the Ahmanson Building, we developed a 9×15 grid, reflecting the building’s nine floors (including the lower level and rooftop) and 15 window panels. To maintain cohesion with the overall Otis College brand, we adhered to its typographic guidelines.
For headlines, we selected Forza Bold for its strong, structured presence, which contrasts with the clean, legible Univers LT Pro 55 Roman. This pairing strikes a balance between authority and approachability, ensuring event materials are both impactful and easy to navigate.
The O-Launch identity spans both print and digital assets, requiring a grid system that is adaptable and scalable. Drawing inspiration from the Ahmanson Building, we developed a 9×15 grid, reflecting the building’s nine floors (including the lower level and rooftop) and 15 window panels. To maintain cohesion with the overall Otis College brand, we adhered to its typographic guidelines.
For headlines, we selected Forza Bold for its strong, structured presence, which contrasts with the clean, legible Univers LT Pro 55 Roman. This pairing strikes a balance between authority and approachability, ensuring event materials are both impactful and easy to navigate.
Special Thanks
This project wouldn’t have been possible without the invaluable support and guidance of Emily Carlson, Lawrence Aldava, and Charles Hirschhorn. Thank you for your generosity, insight, and collaboration.
This project wouldn’t have been possible without the invaluable support and guidance of Emily Carlson, Lawrence Aldava, and Charles Hirschhorn. Thank you for your generosity, insight, and collaboration.
This project wouldn’t have been possible without the invaluable support and guidance of Emily Carlson, Lawrence Aldava, and Charles Hirschhorn. Thank you for your generosity, insight, and collaboration.
Project Credits
Creative Direction & Design:
David Barzaga, Giovanni Gutierrez
Motion Design:
Giovanni Gutierrez
Creative Direction & Design:
David Barzaga, Giovanni Gutierrez
Motion Design:
Giovanni Gutierrez
Creative Direction & Design:
David Barzaga, Giovanni Gutierrez
Motion Design:
Giovanni Gutierrez
Image Credits
Unknown photographer. IBM Dictating Machine Stand, circa 1960. Wright Auction, https://www.wright20.com/auctions/2023/08/american-design/132. Accessed August 12, 2024.
Unknown photographer. IBM Aerospace Building Punch Card Pattern, n.d. Esoteric Survey, https://esotericsurvey.blogspot.com/2014/05/ibm-aerospace-noyes.html. Accessed August 12, 2024.
David Barzaga. Graphic rendition of Eliot Noyes’ signature, based on original design by Paul Rand, circa 2025.
Unknown photographer. IBM Dictating Machine Stand, circa 1960. Wright Auction, https://www.wright20.com/auctions/2023/08/american-design/132. Accessed August 12, 2024.
Unknown photographer. IBM Aerospace Building Punch Card Pattern, n.d. Esoteric Survey, https://esotericsurvey.blogspot.com/2014/05/ibm-aerospace-noyes.html. Accessed August 12, 2024.
David Barzaga. Graphic rendition of Eliot Noyes’ signature, based on original design by Paul Rand, circa 2025.
Ready to begin your project? Start a conversation with us today and let’s talk about how we can collaborate to bring your ideas to life.
Ready to begin your project? Start a conversation with us today and let’s talk about how we can collaborate to bring your ideas to life.
© 2025 Tierr Eztudio. All rights reserved. Los Angeles, California.
© 2025 Tierr Eztudio. All rights reserved. Los Angeles, California.